Merek Sebagai Pesan Utama Integrated Marketing Communication (IMC) di Jurnal Indonesia Tahun 2020
نویسندگان
چکیده
Sejak awal kelahiran sampai tiga dekade setelahnya, perkembangan pemikiran IMC (Integrated MarketingCommunications) di kalangan akademisi menunjukkan kemajuan, termasuk untuk Indonesia.Perkembangan jurnal ilmiah Indonesia secara online baru mulai tahun 2012, sehingga perlu meninjauberapa banyak penelitian tentang IMC. memiliki dua pendekatan, generasi pertama dikenalkanoleh 4As, dan kedua menggunakan merek sebagai inti pesan yang dikeluarkan oleh Schultz danSchultz. Tujuan membandingkan menganalisis konsep implementasi brandyang ada Tahun 2020. Metode ini literature review, proses yangsecara berurutan berulang-ulang dalam melakukan tinjauan literatur atas publikasi relevandan dapat dipertanggungjawabkan. Hasil berada pada generasipertama utamanya. Banyak telah jelaskan,tidak diimplementasikan atau terbatas. Bahkan, pelaksanaannyamenggunakan teori, ukuran lainnya. Dalam IMC, harus digunakandalam analisis, menyajikan kedua, serta memasukkan Consumer IntegratedMarketing Communication online-offlinehybrid. Kontribusi memberikan perkembangankonsep masih menitikberatkan utama.
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ژورنال
عنوان ژورنال: Jurnal Ilmu Komunikasi
سال: 2023
ISSN: ['2685-0370']
DOI: https://doi.org/10.31315/jik.v21i1.7141